Research PMR - Services

Media coverage of charities

Download Article - Research PMR
Back to List Of Articles - Research PMR

Three-quarters of Poles recognise at least one charitable organisation. Respondents mentioned various institutions such as foundations, associations, societies, hospices and charities for animals. Unprompted, they were able to identify two organisations on average (unaided awareness), after indication by the interviewer they associated 10 out of 13 organisation on average (unaided awareness).


WOSP and Caritas are the most popular charities in Poland

A staggering 97% of Poles admit to knowing Wielka Orkiestra Swiatecznej Pomocy, according to the survey carried out by PMR. As many as one-third of respondents provided this name off the top of their head. Poland’s top ten most popular charities also include other foundations which gained prominence in the media including Fundacja Polsat (94%) and Fundacja TVN Nie jestes sam (88%), as well as well-established catholic organisations: Caritas (97%), Towarzystwo Pomocy im. sw. Brata Alberta (68%) and Fundacja Dzielo Nowego Tysiaclecia (40%).

The study used the following brand awareness metrics: unaided awareness and aided awareness (associations for brands indicated by the interviewer).

"A qualitative analysis of quantitative research results explained why some organisations achieved higher brand recognition metrics than other charities. Brand awareness or the awareness of an association or foundation is heavily affected by the frequency of media exposure or whether the president or founder of the charity is a public person or not. We asked our respondents, unprompted, to indicate the names of charities, which provided us with input about how they perceive and recall organisations", explains Marcin Rzepka, Head of Research Services at PMR. "During analysis, we identified a number of factors that explain the awareness rates", he adds.

Phenomenon of celebrity

Celebrity phenomenon concerns foundations run or supported by people who have a high profile in the media or show-business people such as Anna Dymna’s Fundacja Mimo Wszystko or Jolanta Kwasniewska’s Porozumienie Bez Barier. A celebrity needs not to be the organisation’s founder or president. They can be charity ambassadors such as UNICEF Goodwill Ambassador Malgorzata Foremniak or Malgorzata Kozuchowska, who is ambassador for the Fundacja Mam Marzenie.

Association by project

Sometimes respondents frequently associate foundations and associations by the names of projects that appeared in media as part of social campaigns. It happens that projects create stronger associations than charities themselves. For example, Fundacja Polsat was identified by respondents through such projects as Podaruj Dzieciom Slonce or Podziel Sie Posilkiem.

Phenomenon of founder

But not only film actors supporting specific projects help raise brand recognition of charities. Organisations’ presidents or founders have increasingly stronger influence on their recognition and they do not necessarily come from the show business but rather, they have become part of the mass media world. Such individuals in Poland primarily include Janina Ochojska of PAH and Jerzy Owsiak of WOSP. The founder’s phenomenon was observed among respondents who were unable to give the organisation’s name but only its founder’s or ambassadors’ name.

In a nutshell, nationwide organisations present in the mass media, in particular on TV, achieve stronger brand recognition metrics. Respondents frequently have associations for foundations through the names of their ambassadors or founders whom they know from TV, press or radio and who are known not necessarily because of their charitable activities. A catchy name for the foundation’s project plays a part too, which can be sometimes better recognised than the organisation in charge of the project.

The survey was conducted on a countrywide representative sample of 600 adult Poles by way of a telephone interview. The set of questions was attached as part of an omnibus survey. Estimation error was 4%.
Download Article - Research PMR
Back to List Of Articles - Research PMR